Hotel group Kempinski launches alcohol-free hotel concept for Middle East

Luxury hotel group Kempinski has launched a new booze-free hotel concept targeting the Middle Eastern market.

The new five-star, lifestyle brand, Shaza hotels, was launched at the AHIC and is aimed at the inter-regional, Muslim traveller by being “Sharia [law]-compliant”.

Christopher Hartley, chief executive of Shaza hotels, dismissed concerns the lack of alcohol would limit customers.

He said: “We obviously need to analyse the locations very carefully, the concept would not be appropriate for a beach front hotel aimed at British and German tourists. However we don’t see it as a risk for the inter-regional traveller in the Middle East.”

Kempinski plans to own 10 Shaza properties and secure management contracts for a further 10 within the next eight years.

Bill Walsh, Jumeira’s chief marketing and innovation officer, added the brand would also be a good way of getting local people into the industry.

“This concept will attract locals who often can’t work in regular hotels because of the alcohol issue,” he said.

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Arabian Hotel Investment Conference website >>

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 By Emily Manson

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